Mattress manufacturer Pure LatexBLISS, which is owned by Shelton, Connecticut-based Latex International, has retooled its marketing strategy, placing more emphasis on regional trade shows and buying-group events.
“We have found that shows like Tupelo, or the Mega Group and Furniture First member shows, are more intimate,” said Ken Hinman, Latex International executive vice president of component and direct-to-retail sales. “You actually close deals at these shows. The buyers are much more focused and come to these events wired to buy … Las Vegas markets are still very important, don’t get me wrong, but the rise in interest we have seen at regional shows and buying group events is an area where we are looking to put more of our trade show dollars.”
At smaller events, the company said it is able to spend more time with existing and prospective customers—many of whom do not regularly travel to the major bedding shows in High Point and Las Vegas.
